Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

UX Intensive Copenhagen | Day 3 | Service Design

The Service Design day focuses on various ways of modeling and describing a service experience. These perspectives include modeling of the service system, describing the customer journey, and designing a blueprint to support the organization providing the service. We will discuss ways of determining the success of the service offering. We start with an introduction into the practice of Service Design.

-Characteristics of Service
-Defining Service Design
-A Service Mindset
-Why Service Design Matters

UX Intensive Copenhagen | Day 3 | Service Design

3.
3ADAPTIVE PATH | UXI
DAY 1
DESIGN
STRATEGY
DS
DAY 2
USER
RESEARCH
DR
DAY 3
SERVICE
DESIGN
SD IxD
DAY 4
INTERACTION
DESIGN
The tools you
need to put your
designs into
business — and
vice versa
How to unearth
deep, practical
insights about the
people you want
to reach most
Tools of modeling
and analysis that
shape smart and
systemic solutions
How to design for
better interactions
and become a
better interaction
designer

6.
6ADAPTIVE PATH | UXI
I’m a tree!
WARM UP!
(Martha game –author unknown)
→ One person runs into the space, forms her body into a
statue and announces what she is, as in "I'm a tree."
→ Instantly the next person runs on and forms something
else in the same picture. "I'm a bench under the tree."
→ The next person further adds to the picture. "I'm a bum on
the bench."
→ "I'm a dog peeing on the tree."
→ "I'm the newspaper the bum is sleeping under."
→ Don’t think! Just do!

8.
8ADAPTIVE PATH | UXI
Service Characteristics
→ “Products of economic activity that you
can’t drop on your foot, ranging from
hairdressing to websites.” –The Economist
→ An orchestrated system, delivered over time,
that you can’t drop on your foot, but there is
physical evidence.
FUNDAMENTALS

22.
Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/
San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg
Kevin L.,
Yelper
“Nothing nonverbally communicates
"megaballer" like sitting on a throne in the
Financial District and having the sh#$ shined
out of your shoes in front of everybody.”

29.
29ADAPTIVE PATH | UXI
User Experience Service Experience
Experience between person
and single touchpoint, usually a
digital product
Orchestrated experience
among all parts of the service,
from people to objects to
places to interfaces

34.
34ADAPTIVE PATH | UXI
Service Design
Service design applies design methods and
craft to the definition and orchestration of
service experiences.
Examines the products, communications,
interactions, operations, culture, and structure of
an organization for impact on service experience.
FUNDAMENTALS

36.
36ADAPTIVE PATH | UXI
Service Design Isn’t New
Service providers have been designing
services for years, but they haven’t always
included designers in the process.
FUNDAMENTALS

37.
Exhibit I
StarKlard
execution time
2 minutes
Total
acceptable
execution time
5 minutes
Blueprint for a comer shoeshine
Brush
shoes
Faciiitating services
and products
Une of
vialblllty
Not seen
by customer
but necessary
to
perfonnance
Select
and purchase
supplies

41.
41ADAPTIVE PATH | UXI
Outcomes
→ Creating new and redefining
existing staff roles
→ Designing staff interactions
and training
→ Changing internal metrics to
drive behavior directed at
achieving the experience
→ Developing new business
functions to support the
sustainability of the desired
experience, e.g., a program
→ Evaluating existing projects
against the desired experience
→ Initiating new projects
→ Designing single touchpoints
or a system of coordinated
touchpoints
→ Developing new backend
systems to support the
desired experience
FUNDAMENTALS

42.
ADAPTIVE PATH | UXI
Air Travel
How might we change the
service experience of air
travel to address needs
unrelated to air travel?
How can we create new
value for both travelers and
the airline?
CASE

58.
58ADAPTIVE PATH | UXI
Service Blueprint
A blueprint is an operational tool that describes
the nature and the characteristics of the service
interaction in enough detail to verify, implement,
and maintain it.
Blueprints show ideal (and other) paths customers
will follow and how people, processes, and
technologies could be orchestrated frontstage
and backstage to support those paths.
SERVICE ARCHITECTURE

59.
59ADAPTIVE PATH | UXI
Where in the Process?
SERVICE ARCHITECTURE
JOURNEY
IDEATION
FUTURE STATE
BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH
CURRENT STATE
BLUEPRINT

69.
71ADAPTIVE PATH | UXI
Beneﬁts of Blueprinting
→ Prototype of the future experience
Provides low fidelity version of the
service experience: great for ideation
Visualizes vision of the service
experience
→ Strategic tool for project planning
Helps see where and how existing and
future ideas fit with the envisioned
experience
→ Combination of customer experience
with an operational tool
Helps design and engineering speak the
same language
SERVICE ARCHITECTURE

70.
ADAPTIVE PATH | UXI
EXERCISE #1
Service
Blueprinting
→ Blueprint the current state of the
airline check-in experience
SERVICE ARCHITECTURE
72

85.
Service Encounters
→ Happen in real-time at a specific time and place
→ Are subject to human emotion and variability
→ May be mediated or augmented with other touchpoints
→ Are rarely an end point; they bridge to other touchpoints
ADAPTIVE PATH | UXI 89
SERVICE STORMING

86.
ADAPTIVE PATH | UXI
Deﬁnition
A collaborative activity,
focused on the generation
of new service experience
concepts through acting.
SERVICE STORMING

87.
Service storming uses voice,
physicality, and staging to
quickly prototype and reﬁne
service encounters.

90.
ADAPTIVE PATH | UXI
Science
Engaging in physical
expression activates
different parts of your
brain, helping you to think
in new ways.
Art
Service delivery is a
performance. If your skit
connects with the
audience, you are
probably being human.

93.
97ADAPTIVE PATH | UXI
SERVICE STORMING
No sitting
Standing bodies tend to act
more than sitting bodies.
It’s physics. Look it up.
No pitching
Communicate what the service
would feel like. Don’t try to sell
the experience.

94.
What if…
→ At least one touchpoint per scene.
→ Must be more than mobile, tablet, or computer.
→ Must include a face-to-face interaction with the
customer or interaction with customer service.
→ Try it without dialog first, then add as needed.
staffretail social phone email web mobile mailkiosk parking textsignage
10 MINUTES
Service Storm
20 MINUTES
Perform It
90 SECONDS
AT HOME
CHECK-IN
PRE-BOARD
IN-FLIGHT
ARRIVAL

96.
100ADAPTIVE PATH | UXI
Why Service Storming?
→ It’s easy to change and you can evaluate as you go.
→ It’s very human, full of behavior, emotion, and drama.
→ You can cover the whole experience quickly, rather
than getting caught up in the details.
→ You experienced it!
SERVICE STORMING

127.
135ADAPTIVE PATH | UXI
Title Short description of the overall service experience.
Key Moment Provide a title that makes it easier to understand the
intent of the moment. Use gerunds, e.g., Identifying Options
Storyboards Draw an example of the action. Vary the level of zoom
between panels to show both context and specific service
interactions.
Description Describe the action of the main character, including
how this is helping the character and how he or she feels during
the service interaction.
Features List key features. Keep them free from a specific medium.

135.
143ADAPTIVE PATH | UXI
Start the Journey
Service design is not one and done.
SERVICE DELIVERY
QUICK WIN
BIG WIN

136.
“If you want to do something big,
start with something small...that
has long-term strategic impact.”
— NABEEL HAMDI, AUTHOR OF SMALL CHANGE

137.
145ADAPTIVE PATH | UXI
Start Small
Identify a touchpoint that can be designed and executed with
the DNA of your service vision.
SERVICE DELIVERY
Quick
meaningful
win

138.
146ADAPTIVE PATH | UXI
Deﬁne an Evolution Plan
Plan how the experience can evolve to its north star vision
with increasing value over time.
SERVICE DELIVERY

139.
ADAPTIVE PATH | UXI 147
Speak Business Impact
SERVICE DELIVERY
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
What value do we deliver to the customer?
Which one of our customer’s problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
Day Month Year
No.
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
businessmodelgeneration.com/canvas/bmc

141.
ADAPTIVE PATH | UXI
We plan to pilot the service by…
This will benefit the business by…
BRIEFLY DESCRIBE THE PILOT
SHEET
The staff by…
And travelers by…
EXERCISE #5
Big Vision,
Small Step
SERVICE DELIVERY
149

142.
150ADAPTIVE PATH | UXI
Example
We plan to pilot the service by setting up a small team of
customer service reps and having them ask additional
questions during calls. We’ll collect those answers and give
them to an assigned rep so they have the questions.
This will help the business provide one voice to the customer.
The customer will feel taken care of.
SERVICE DELIVERY